You’ve Created a Social Media Campaign — Now What?Measuring the success of social media!<br />Bill Balderaz<br />Webbed Ma...
Brand Focused vs Social Media Focused<br />
Brand Focused vs. Social Media Focused<br />“Yes it generated 2 MM impressions, 400 leads and 50 sales, but it has the wro...
The Preacher vs. The Cab Driver<br />
Agenda<br />Is Social Media Marketing For You?<br />Set Clear Goals<br />Approaches to Tracking Online Marketing<br />Soci...
Is Social Media Marketing For You?<br />
Is Social Media Marketing for You?<br />Are you goal-oriented?<br />Can you fast track legal, marketing and branding conce...
Assumption #1: Yes, This Matters in B2B<br />Source: Forrester Research<br />
Assumption #2: Yes, This Matters in the Consumer Space<br />Source: BrandWeek<br />
Set Clear Goals<br />
Clear Goals<br />Can’t measure “more buzz”<br />Define measurable metrics – 16 media placements, 40 relevant links, increa...
Approaches to Tracking Social Media<br />Scorecard<br />
The David Meerman Scott Approach<br />What is the ROI of putting your pants on?<br />
The Analytical Approach<br />
The “We Know It Works”<br />
The Webbed Marketing Scorecard<br />
The Webbed Marketing Scorecard<br />Tracks “micro goals” that funnel into strategic goals<br />In bound links, blog mentio...
Spiderfly<br />Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate vo...
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Diagnostics<br />
Diagnostics<br />
Diagnostics<br />
Real Time Blog Buzz With Benchmarks<br />
Just Give Me  A Number<br />
Just Give Me  A Number (Okay now I need more details)<br />
An ROI Calculator<br />
Social Media Case StudiesMeasuring ROI<br />
Case Study #1 - Moochie & Co.<br />A specialty web and mall pet gift and accessories retailer <br />Highly targeted market...
Case Study #1 - Moochie & Co.<br />Press releases timed with high search volume, high media attention topics<br />“I Love ...
Case Study #1 - Moochie & Co.<br />
Case Study #1 - Moochie & Co.<br />
Case Study #2 - Hatteras Cash Cow<br />
Case Study #2 - Hatteras Cash Cow<br />
Case Study #3 - Shizuka New York<br />Located in Midtown Manhattan<br />Cosmetology & skin care with “Eastern Holistic Kno...
Case Study #3 - Shizuka New York<br />Following Word of Mouth program:<br />Mention on Jay Leno<br />Mention on CNN<br />H...
Case Study #3 - With a Compelling Hook<br />Highlighting “Bird Poop Facials”<br />
Case Study #3 - Setting Goals<br />Branding and awareness<br />Increased site traffic<br />New clients <br />
Case Study #3 - SEO Press Release<br />
Case Study #3 - Blogger Outreach<br />
Case Study #3 - Video<br />The YouTube Geisha Facial video – 20,000+ views<br />
Case Study #4 – Romantic Makeover<br />
Case Study #4 – Romantic Makeover<br />
Case Study #4 – Press Release<br /><ul><li>#1 on Google News for “Hocking Hills”
#1 on Google News for “outdoors getaway”
#1 on Google News for “vacation contest”
#1 on Google News for “worst gift ever”
#2 on Google News for “makeover”
#5 on Google News for “outdoor vacation”</li></li></ul><li>Case Study #4 – Online Promotion<br /><ul><li>Contest Facebook ...
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You've Created a Social Media Campaign - Now What? Measuring the success of social media

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The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.

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You've Created a Social Media Campaign - Now What? Measuring the success of social media

  1. 1. You’ve Created a Social Media Campaign — Now What?Measuring the success of social media!<br />Bill Balderaz<br />Webbed Marketing<br />www.webbedmarketing.com<br />
  2. 2. Brand Focused vs Social Media Focused<br />
  3. 3. Brand Focused vs. Social Media Focused<br />“Yes it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.”<br />
  4. 4. The Preacher vs. The Cab Driver<br />
  5. 5. Agenda<br />Is Social Media Marketing For You?<br />Set Clear Goals<br />Approaches to Tracking Online Marketing<br />Social Media Case Studies<br />Summary<br />
  6. 6. Is Social Media Marketing For You?<br />
  7. 7. Is Social Media Marketing for You?<br />Are you goal-oriented?<br />Can you fast track legal, marketing and branding concerns?<br />Is it okay if EVERYONE hears about this program?<br />Can you stand behind your product and program in the face of criticism?<br />Can you be edgy?<br />
  8. 8. Assumption #1: Yes, This Matters in B2B<br />Source: Forrester Research<br />
  9. 9. Assumption #2: Yes, This Matters in the Consumer Space<br />Source: BrandWeek<br />
  10. 10. Set Clear Goals<br />
  11. 11. Clear Goals<br />Can’t measure “more buzz”<br />Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%<br />Take baseline metrics before campaign starts<br />SEO metrics, Social Media metrics<br />Break metrics down into quantifiable goals<br />Mentions in blogs, social networks, links to the site…<br />You can quantify metrics<br />
  12. 12. Approaches to Tracking Social Media<br />Scorecard<br />
  13. 13. The David Meerman Scott Approach<br />What is the ROI of putting your pants on?<br />
  14. 14. The Analytical Approach<br />
  15. 15. The “We Know It Works”<br />
  16. 16. The Webbed Marketing Scorecard<br />
  17. 17. The Webbed Marketing Scorecard<br />Tracks “micro goals” that funnel into strategic goals<br />In bound links, blog mentions, presence on social networks, traffic numbers, web mentions and other measurable metrics funnel into strategic goals<br />Provide real evidence of measurable improvement<br />Provide direction on where to focus efforts<br />
  18. 18. Spiderfly<br />Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media?<br />Internet Marketing Team: How do I diagnose key social media and search metrics for my website and my competitors’ sites?<br />Public Relations: What is my real time blogger buzz, and how does that benchmark against my historical performance and competitors?<br />CEO: Just give me one number!<br />
  19. 19. Consumer Generated Media Analysis<br />
  20. 20. Consumer Generated Media Analysis<br />
  21. 21. Consumer Generated Media Analysis<br />
  22. 22. Consumer Generated Media Analysis<br />
  23. 23. Consumer Generated Media Analysis<br />
  24. 24. Consumer Generated Media Analysis<br />
  25. 25. Consumer Generated Media Analysis<br />
  26. 26. Diagnostics<br />
  27. 27. Diagnostics<br />
  28. 28. Diagnostics<br />
  29. 29. Real Time Blog Buzz With Benchmarks<br />
  30. 30. Just Give Me A Number<br />
  31. 31. Just Give Me A Number (Okay now I need more details)<br />
  32. 32. An ROI Calculator<br />
  33. 33. Social Media Case StudiesMeasuring ROI<br />
  34. 34. Case Study #1 - Moochie & Co.<br />A specialty web and mall pet gift and accessories retailer <br />Highly targeted market, highly competitive industry, limited advertising budget<br />Consumers and influencers are heavy web users<br />
  35. 35. Case Study #1 - Moochie & Co.<br />Press releases timed with high search volume, high media attention topics<br />“I Love My Mommy” t-shirt near Mother’s Day<br />“Take Your Dog to Work” campaign<br />“I Have Two Daddies” campaign<br />“MySpace for Cats & Dogs”<br />Highly targeted market, highly competitive industry, limited advertising budget<br />
  36. 36. Case Study #1 - Moochie & Co.<br />
  37. 37. Case Study #1 - Moochie & Co.<br />
  38. 38. Case Study #2 - Hatteras Cash Cow<br />
  39. 39. Case Study #2 - Hatteras Cash Cow<br />
  40. 40. Case Study #3 - Shizuka New York<br />Located in Midtown Manhattan<br />Cosmetology & skin care with “Eastern Holistic Knowledge”<br />Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar<br />
  41. 41. Case Study #3 - Shizuka New York<br />Following Word of Mouth program:<br />Mention on Jay Leno<br />Mention on CNN<br />Home page of CNN.com<br />E! “The Soup”<br />The Hollywood Reporter<br />
  42. 42. Case Study #3 - With a Compelling Hook<br />Highlighting “Bird Poop Facials”<br />
  43. 43. Case Study #3 - Setting Goals<br />Branding and awareness<br />Increased site traffic<br />New clients <br />
  44. 44. Case Study #3 - SEO Press Release<br />
  45. 45. Case Study #3 - Blogger Outreach<br />
  46. 46. Case Study #3 - Video<br />The YouTube Geisha Facial video – 20,000+ views<br />
  47. 47. Case Study #4 – Romantic Makeover<br />
  48. 48. Case Study #4 – Romantic Makeover<br />
  49. 49. Case Study #4 – Press Release<br /><ul><li>#1 on Google News for “Hocking Hills”
  50. 50. #1 on Google News for “outdoors getaway”
  51. 51. #1 on Google News for “vacation contest”
  52. 52. #1 on Google News for “worst gift ever”
  53. 53. #2 on Google News for “makeover”
  54. 54. #5 on Google News for “outdoor vacation”</li></li></ul><li>Case Study #4 – Online Promotion<br /><ul><li>Contest Facebook page to promote contest and host entries and votes
  55. 55. 887 fans
  56. 56. 151 Total wall posts
  57. 57. 139 Contest submissions
  58. 58. 559 Total likes/votes
  59. 59. 4,242 Total pageviews</li></li></ul><li>Summary<br />Start with a strategic goal<br /><ul><li>more sales, leads, or media awareness</li></ul>Break those into measurable “micro-goals” <br /><ul><li>inbound links, website traffic, blogger mentions</li></ul>Create a baseline scorecard<br />Correlate progress against the strategic against progress on “micro-goals”<br />
  60. 60. Take Aways<br />Listening is more important than talking<br />Don’t think about numbers for the sake of numbers, correlate numbers to business objectives<br />Influence the influencers<br />Join the conversation, just remember it’s a dialogue, not a monologue!<br />
  61. 61. Be The Cab Driver!<br />
  62. 62. For More Information<br />www.webbedmarketing.com<br />@bbalderaz<br />bbalderaz@webbedmarketing.com<br />
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